SCEIA recently launched the first of our new monthly In Good Company networking discussions, bringing together a small group of local event industry professionals for an open and informed conversation around key business challenges.

Held at Pier 33, at the perfect "wine o’clock" hour, these sessions are designed to connect emerging and established event businesses, providing an opportunity to share experiences, exchange ideas, and learn from one another. This inaugural session, facilitated by Julie-Ann Brown (Cloud Nine Weddings) and Helen Perry (Fresh PR), focused on the ever-evolving world of branding and marketing.

With attendees representing a cross-section of media, event management, the wedding sector and venue operations, several key themes emerged:

Trust - Strong brands are built on credibility, reliability, and delivering on promises.

Authenticity - Audiences connect with businesses that communicate genuine stories and values. While the use of influencers has become prevalent, audiences more than ever want authenticity as opposed to overt paid promotions.

Consistency - Maintaining a consistent brand message and image across all channels strengthens recognition and confidence. You don’t necessarily need brand refreshes that dilute equity you may have built up over time.

Persistence - Effective marketing requires ongoing effort and long-term commitment (and consistent brand re-enforcement) rather than one-off campaigns.

Always On - Marketing should be a continuous activity, ensuring businesses remain visible and relevant year-round.

Local Community Engagement - Building relationships within local networks creates valuable referrals, partnerships, and advocacy – this is how the Sunny Coast rolls!

AI Search & Website Optimisation - As AI-driven search tools become more prevalent, having well-structured, optimised website content is increasingly important.

Radio Advertising - Local radio continues to provide excellent value for reaching and engaging community audiences.

Database Marketing - A well-maintained and segmented database remains one of the most powerful and cost-effective marketing assets available.

A big thank you to Julie-Ann and Helen for facilitating such a valuable discussion, and to everyone who attended and contributed their insights. We look forward to continuing these conversations and having you join us at future In Good Company sessions.